1. SCOOP Session Presentation
See Tomorrow,
Today
SCOOP Session Presentation to

2. Marketing Research Introduction Introduction to the Job
Presentation Agenda
Marketing Research Introduction
What Is BASES?
Introduction to the Job

3. Marketing Research Introduction

4. Introduction to Marketing Research
If Marketing is the “4 Ps”
Price
Promotion
Place
Product
Then Marketing Research is the tool that quantifies the “4 Ps”.

5. Introduction to Marketing Research
Marketing Research is the tool that helps you:
Know your customers
Who they are (demographics)
What is important to them (psychographics)
Know the best positioning (concept) for your product
Know your product
Know the “optimal” advertising/marketing plan
Know the price that optimizes sales and profit
Know the best distribution channels
Know who is buying your product (and who is not)
Know who is aware of your product (and who is not)
Know how many units of product you are selling
Etc…

6. Introduction to Marketing Research
There are many different types of marketing research firms
Custom
Burke, Walker
Specialty
BASES fits in here
Corporate Internal Research Department
P&G, SC Johnson, etc…

7. Introduction to Marketing Research
New Products vs. Established Products
Research Universe
for Consumer Goods
New Products
Established

8. Introduction to Marketing Research
The issues confronting new products can be different from those for established products:

9. Introduction to Marketing Research
New Product Research
LAUNCH
LAUNCH

10. Introduction to Marketing Research
Established Product Research
LAUNCH
LAUNCH

11. Introduction to Marketing Research
Top 20 Global Research Organizations
VNU Inc.
IMS Health Inc.
The Kantar Group
TNS
Information Resources Inc. (IRI)
GfK Group
Ipsos Group SA
NFO WorldGroup Inc.
Westat Inc.
NOP World
Synovate
Arbitron Inc.
Maritz Research
Video Research Ltd.
Opinion Research Corp.
JD Power & Associates
Harris Interactive Inc.
The NPD Group Inc.
INTAGE Inc.
Dentsu Research Inc.
Source: Marketing News August 18, 2003

12. Introduction to Marketing Research
Top 20 Global Research Organizations
VNU Inc.
IMS Health Inc.
The Kantar Group
TNS
Information Resources Inc. (IRI)
GfK Group
Ipsos Group SA
NFO WorldGroup Inc.
Westat Inc.
NOP World
ACNielsen BASES is part of VNU Inc.
Synovate
Arbitron Inc.
Maritz Research
Video Research Ltd.
Opinion Research Corp.
JD Power & Associates
Harris Interactive Inc.
The NPD Group Inc.
INTAGE Inc.
Dentsu Research Inc.
Source: Marketing News August 18, 2003

13. What Is BASES?

14. ACNielsen BASES, an operating unit of the ACNielsen Corporation, is one of the world’s foremost marketing research and consulting firms.
Founded in 1975
Headquarters in Cincinnati, Ohio
Regional offices in: Chicago, IL
Westport, CT
Parsippany, NJ

15. is the worldwide leader in ...
Simulated Test Marketing
New Product Evaluation

16. offers services which combine ...
Consulting
Data collection/reporting
Proprietary market simulation models

17. … has the nation’s leading clients

18. … locates close to our clients

19. ... has grown internationally
Canada Toronto
Europe, Middle East and Africa Wavre, Belgium, Oxford, England Paris, France, Hamburg, Germany, Milan, Italy
Asia Pacific
Hong Kong S.A.R, China
Sydney Australia
Bangkok, Thailand
Corporate Office
Cincinnati, Ohio
Latin America
Buenos Aires, Argentina
Mexico City, Mexico
Sao Paulo, Brazil

20. ... is the global leader
in the Market Research Industry

21. ACNielsen BASES Internationally ACNielsen BASES Domestically
BASES is the predominant Simulated Test Market supplier with 80% market share in the U.S. and 65% market share globally.
ACNielsen BASES Internationally
ACNielsen BASES Domestically

22. …and we’re growing!

23. Working In Market Research

24. Working in Marketing Research
There are typically two career paths:

25. Working in Marketing Research
The typical Analytical career path (first 10 years):
~2-3 Years
~2 Years
~2 Years
~1-2 Years
~1 Year

26. Working in Marketing Research
Typical Education and Experience
>10 Yrs. In Research & Management
Extensive Research & Management
Experience (8-10 Yrs.)
Undergraduate Degree, 4-7 Yrs. Exp.
Undergraduate Degree, 2-4 Yrs. Exp.
Graduate Degree, 1-2 Yrs. Exp.
Undergraduate Degree, 1-2 Yrs. Exp.
Graduate Degree, No Exp.
Undergraduate Degree

27. Working in Marketing Research
How time is spent at BASES

28. Working in Marketing Research
How time is spent at other companies

29. Working in Marketing Research Research Analyst Profile
Write Reports/Presentations
Run Analyses
Run Database Comparisons
Forecast Sales
Work Closely With Manager
Learning On The Job

30. Working in Marketing Research
Senior Research Analyst Profile
Write Proposals
Run Analyses
Run Database Comparisons
Forecast Sales
Write Reports/Presentations
Answer General Client Questions
Work Closely With Manager

31. Working in Marketing Research
Associate Manager Profile
Write Proposals
Design Studies
Write Reports/Presentations
Forecast Sales
Review Reports & Forecasts of Subordinates
Answer Detailed Client Questions
Make Presentations
Work Fairly Independently

32. Working in Marketing Research Account Manager/Director Profile
Write Proposals
Design Studies
Review Reports & Forecasts of Subordinates
Forecast Sales
Answer Detailed Client Questions
Make Presentations
Work Very Independently
Manage An Account Group

33. Working in Marketing Research
Marketing Research Analyst’s Profile
ACNielsen BASES looks for Research Analyst candidates with high quality:
Oral/written skills
Interpersonal skills
Analytical/statistical skills
Academic standing

34. Working in Marketing Research
Why choose BASES?
Our success is a result of the company’s culture and values:
Client focused
Integrity and honesty
Commitment to learning and R&D
Always doing what is right:
For our clients
For our employees
For our community

35. Questions?